by Dr.Kevin Nunley
Index
of Articles
Tom knew he had
to move fast.
"My small operation
has done well. But now two larger competitors
have moved in. They're killing me with lower prices
and telemarketing."
Tom should resist
the temptation to cut his prices. A panic driven
price war is just what his adversaries are hoping
for. They know they can last longer than he can.
Tom should build
upon the relationships he's developed through
his years in the community. He should mine past
customers for new business. After all, Tom is
the one people know and trust.
His competitors
can only offer a lower price. Studies show that
more and more people will pick trusted service
before they will gamble on an unknown business
with a lower price.
Tom can also
put powerful telephone selling techniques to work.
His competitors are using telemarketing to gain
an edge on him. He can beat them at their own
game, more effectively and much more cheaply.
Here's how you
can profit from five very wise telephone techniques
that will help you increase your clients and sales.
1. Plan your
call in advance. What are you going to say?
Make some notes
on a pad in front of you. You don't need to script
every word, but memorizing the general structure
of your call and key points you want to make will
make the sales call smoother and much more enjoyable.
2. Tell your
story. What is there about you and your business
that would interest lots of prospects. In Tom's
case, it's his trusted, personal service to the
community. People know him. They don't know his
larger competitors.
"I've worked
for several people in your neighborhood," Tom
tells a prospect over the phone. "Maybe you know
Mrs. Jones on 2nd Street or Mr. Magumba down the
block from you." That's a story that would get
his prospect's attention.
3. Whether
you are calling a residence or a business, try
to reach the boss--the person who can make the
decision to buy your service or product.
In the meantime, tell your story to as many people
in the organization as you can. The boss may want
second opinions before she buys, and she'll be
reassured to find that others in the group already
know about you.
4. Leave creative
messages. Many of the calls you make will
be intercepted by answering machines, voice mail,
and secretaries. Don't miss the chance to leave
a message that will make the prospect want to
call back.
"George! This
is Tom James of Creative Solutions. I've got a
way you can cut your production costs by 20%."
Prospects want to know why you are calling, and
a good reason why they should call you back. Provide
both in your message.
5. Take notes
on your calls. When George calls you back
you'll want to be able to immediately remember
who he is, when you called him, who you talked
to, and what you said in past conversations and
messages. If you've been making dozens or hundreds
of calls, this can become impossible without notes
to refer back to.
If a prospect
calls you back a week later, and you realize that
you haven't the foggiest idea who they are, give
yourself a moment to refresh your memory.
Say, "I'm glad
you called. Hold on just a second while I get
to my desk." Put the prospect on hold while you
check your notes. You can go back to the call
fully prepared to deliver your message.
Don't take the
telephone for granted. It's one of your most powerful
sales tools. Expensive mass media, like TV and
newspapers, can't match the telephone's ability
to touch prospects and customers in very personal
ways.
Don't be afraid
to promote your business over the phone. People
want and need your product or service. Reaching
prospects through the phone, and sharing your
enthusiasm and belief in your company and yourself,
can be a superior way to build your client list.
